Methods and systems for processing advertisement interactions for internet advertising

ABSTRACT

Computer systems and methods for processing advertisement interactions are provided. In some embodiments, the computer systems and methods may comprise serving an advertisement to an Internet-connectable device in response to an advertisement request; receiving advertisement interaction data resulting from a user interaction with the advertisement; determining an application to execute on the Internet-connectable device based on the advertisement interaction data; and causing the Internet-connectable device to execute the application.

RELATED APPLICATIONS

This application claims the benefit of U.S. Provisional Application No.61/508,588 (Attorney Docket No. 11747.6000), filed Jul. 15, 2011, whichis hereby incorporated by reference herein. This application also herebyincorporates by reference herein U.S. Non-Provisional patent applicationSer. No. ______ (Attorney Docket No. 11747.0002), filed concurrentlyherewith.

TECHNICAL FIELD

The systems and techniques described herein relate generally toprocessing advertisement interactions for Internet advertising.

BACKGROUND

Internet-connectable devices are ubiquitous in today's society. This isevidenced by the widespread use of personal electronic user devices,such as smartphones. In part, this is due to advancements in mobilenetwork infrastructure, service offerings from multiple mobile networkoperators that give greater value to subscribers, reduced devicemanufacturing costs, and the fact that today's mobile devices can servemany functions beyond voice communication. For example, certain mobiledevices may function as a mobile phone, a video camera, a portable mediaplayer, a Global Positioning System (GPS) device, and/or an Internetclient with email and web browsing capabilities. Mobile devices may alsoprovide proprietary and/or third-party software applications that offervarious capabilities including, for example, games and socialnetworking. Other Internet-connectable devices may provide the same orsimilar functions and capabilities due to similar advancements andofferings.

Internet-connectable devices may also allow users to conducttransactions such as, for example, commercial transactions. Commercialadvertisers have responded to the influx of powerful and intelligentInternet-connected devices capable of conducting commercial transactionsby increasingly marketing products and services via mobile advertising.Mobile advertising is a rapidly growing sector providing advertiserswith the opportunity to connect with potential consumers via consumers'Internet-connectable devices, rather than, or in addition to,traditional media such as radio or television. Mobile advertisingincludes many channels through which consumers can be reached. Thesechannels include, but are not limited to, web-browser clients, ShortMessage Service (SMS), Multimedia Messaging Service (MMS), games,videos, and software applications. Each mobile advertisement can link toadditional content, channels, or, in some instances, complementingmedia.

Internet-connectable devices are ideal for targeted advertisements dueto the fact that an Internet-connectable device is often associated withonly one unique user. Moreover, many Internet-connectable devices giveusers the ability to be highly engaged with the content availablethereon, including advertisements. Therefore, Internet-connectabledevices can help deliver excellent advertisement campaign effectivenessand response levels compared to other media; however, to be mosteffective, advertisements must be relevant to the user of theInternet-connectable device. For example, people without children areunlikely to be interested in advertisements for diapers. Thus, toprovide relevant advertisements, advertisers may require someinformation about the user to help identify unique interests of theuser.

Typically, to determine a relevant advertisement for a user of anInternet-connectable device, device-specific data can first becommunicated from the Internet-connectable device to a publisher server,advertisement server, or other server in the form of, for example,metadata. Device-specific data communicated to a publisher server may,in turn, be communicated to an advertising server or other server. Theadvertising server or other server may then perform advertisementanalysis and decision-making. In addition to the device-specific data, apublisher server may store and communicate additional data useful inperforming advertisement analysis and decision-making including, forexample, user profile data, which may comprise gender, location, age,demographics, interests, user and/or device history, etc.

SUMMARY

Computer systems and methods for processing advertisement interactionsare provided. In some embodiments, the computer systems and methods maycomprise serving an advertisement to an Internet-connectable device inresponse to an advertisement request; receiving advertisementinteraction data resulting from a user interaction with theadvertisement; determining an application to execute on theInternet-connectable device based on the advertisement interaction data;and causing the Internet-connectable device to execute the application.

BRIEF DESCRIPTION OF THE DRAWINGS

The accompanying drawings, which are incorporated in and constitute apart of this specification, illustrate various embodiments of thesystems and techniques, as described herein, and together with thedescription, serve to explain the principles of the systems andtechniques. In the drawings:

FIG. 1 illustrates a system that may be used with certain embodiments ofthe systems and techniques described herein;

FIG. 2 illustrates a system that may be used with certain embodiments ofthe systems and techniques described herein; and

FIG. 3 illustrates a sequence diagram that may be used with certainembodiments of the systems and techniques described herein.

DETAILED DESCRIPTION

Described herein are systems and techniques for processing advertisementinteractions. In some embodiments, an Internet-connectable device thatrequests an advertisement may be served an advertisement selected by anad server based on a multitude of available information. In at least oneembodiment, a user's interaction with the advertisement may result inadditional content being provided to the user. For example, anapplication associated with the advertisement may be launched or a webbrowser may be directed to a particular website on the user'sInternet-connectable device.

Embodiments of the disclosed systems and techniques may provide avariety of benefits and features. For example, advertisers may be moreinteractive and personal with potential consumers by providinguser-specific content in response to an interaction with anadvertisement. The disclosed embodiments may also provide advertiserswith additional means to market goods and services to users withouthaving to modify advertiser applications much, if at all.

Reference will now be made to accompanying figures. Occasionally, thesame reference numbers may be used throughout the figures and thefollowing description to refer to the same or similar parts. Whileseveral embodiments and features of the systems and techniques aredescribed herein, modifications, adaptations, and other implementationsare possible, without departing from the spirit and scope of the systemsand techniques. For example, substitutions, additions, or modificationsmay be made to the components illustrated in the figures, and themethods described herein may be modified by substituting, reordering, oradding steps to the disclosed methods. Accordingly, the followingdetailed description is not intended to limit the systems and techniquesto any specific embodiments or examples.

FIG. 1 shows a block diagram of a system that may be used for processingadvertisement interactions. As shown in the embodiment of FIG. 1, system100 may include an ad server 102, a data repository 104,Internet-connectable devices 108-1 through 108-n, and a web server 110.Ad server 102, Internet-connectable devices 108, and web server 110 maycommunicate through network 106. Network 106 may be any one or more of avariety of networks or other types of communication connections as knownto those skilled in the art. Network 106 may include a networkconnection, bus, or other type of data link, such as a hardwire or otherconnection known in the art. For example, network 106 may be theInternet, an intranet network, a local area network, or other wirelessor other hardwired connection or connections by which ad server 102,Internet-connectable devices 108, and web server 110 may communicate.

Ad server 102 may be, include, or be part of a technology and/or servicethat provides advertisements to, for example, Internet-connectabledevices 108. In various embodiments, ad server 102 may include, forexample, a general purpose computer, a server, a mainframe computer, acomputer with a specific purpose of serving advertisements, or acombination of one or more thereof. For example, ad server 102 may be acomputer server that stores advertisements and determines advertisementsto be served to Internet-connectable devices 108. Ad server 102 may alsoperform data gathering and data analysis tasks such as, for example,counting the number of advertisement impressions or clicks. Often, adservers are operated by advertisement network operators such asMillennial Media Corporation of Baltimore, Md.

Web server 110 may be, include, or be part of a technology and servicethat provides webpages or other content to requesting entities such as,for example, Internet-connectable devices 108. Webpages may be providedas HyperText Markup Language (HTML) documents or any other type of datathat may be used to create webpages. Webpages may include images,videos, text, advertisements, or other content that is suitable for theWorld Wide Web and can be accessed through a web browser on aInternet-connectable device. In various embodiments, web server 110 mayinclude, for example, a general purpose computer, a server, a mainframecomputer, a computer with a specific purpose of providing webpages, or acombination of one or more thereof. Web server 110 may be owned and/oroperated by a content provider, publisher, or domain name controller andmay store webpages and other content associated with one or more domainnames or other content sources. A content provider or publishertypically engages viewers with content such as, for example, news orentertainment.

Internet-connectable devices 108 may be, include, or be part of anyentity that is capable of requesting and presenting advertisements toone or more users. In many embodiments, an Internet-connectable devicemay be identifiable as a device uniquely associated with a user. Forexample, Internet-connectable device 108-1 may be a personal computerwith Internet access that is uniquely identifiable by an InternetProtocol (IP) address or by an Internet cookie stored on the personalcomputer. Internet-connectable device 108-2 may be a smartphone that isuniquely identifiable by, for example, an International Mobile EquipmentIdentity number. Other Internet-connectable devices may include, forexample, television set-top boxes, tablet computers, portable mediadevices, appliances, websites, and gaming consoles. It should be notedthat in some embodiments an Internet-connectable device may comprisemore than one entity. For example, an Internet-connectable device may bea set of smartphones associated with a user.

Advertisement requests may be initiated from, for example, a webbrowser, a software application, or other software component of anInternet-connectable device. In many cases, such requests may begenerated in response to a user action. For example, a user may go to aspecific website, which triggers an advertisement request; a user maylaunch an application, which may trigger an advertisement request eitherat launch or at some other predetermined time; or a user may perform anaction within an application, which triggers an advertisement request.In other cases, a user may not be actively engaged with theInternet-connectable device but an agent (e.g., a software application)on the device automatically requests an advertisement. For example,digital displays on refrigerators can request an advertisement withoutuser intervention. It should be noted that similar systems andtechniques may apply to other Internet-connectable devices.

Data repository 104, which may be communicatively connected to, or partof, ad server 102, may include one or more files and/or relationaland/or non-relational databases that store information that may beaccessed, used, and/or managed by ad server 102. Data repository 104 maybe, include, or be part of any logical and/or physical data storagesolution. For example, data repository 104 may include one or more datastorage devices for storing data. As specific examples, data repository104 may include volatile or non-volatile, magnetic, semiconductor, tape,optical, removable, non-removable, or other types of storage orcomputer-readable media. In some embodiments, data repository 104 maystore, for example, information associated with Internet-connectabledevices 108 and associated users gathered by, and/or communicated to, adserver 102. The same or similar data may also be stored in ad server 102or one or more other data repositories.

FIG. 2 shows a block diagram illustrating components of a system thatmay be used for processing advertisement interactions. As shown in theembodiment of FIG. 2, ad server 102 may include a processor 202, storage204, memory 206, and input/output (I/O) devices (not shown).Internet-connectable device 108-1 may include a processor 216 and memory218.

With reference to ad server 102, processor 202 may be one or more knownprocessing devices such as, for example, a microprocessor, amicrocontroller, an application-specific integrated circuit (ASIC), afield programmable gate array (FPGA) or other type of processingcircuitry, as well as portions or combinations of such circuitryelements. Storage 204 may be, include, or be part of volatile ornon-volatile, magnetic, semiconductor, tape, optical, removable,non-removable, or other types of storage or computer-readable media.

In some embodiments, memory 206 may include software loaded from storage204 and executed by processor 202 to perform one or more processesconsistent with the systems and techniques disclosed herein. In aparticular embodiment, memory 206 may include ad request logic 208, andad interaction logic 210. Memory 206 may also include other programs andlogic that perform other processes such as, for example, programs thatprovide communication support. Memory 206 may also be configured with anoperating system (not shown) that performs functions well known in theart when executed.

With reference to Internet-connectable device 108-1, memory 218 mayinclude software executed by processor 216 to perform one or moreprocesses consistent with the systems and techniques disclosed herein.For example, memory 218 may include application 220 and advertiser SDK222. Processor 216 may be one or more known processing devices such as,for example, a microprocessor, a microcontroller, anapplication-specific integrated circuit (ASIC), a field programmablegate array (FPGA) or other type of processing circuitry, as well asportions or combinations of such circuitry elements.

Application 220 may be any software application capable of initiatingadvertisement requests and/or displaying advertisements. For example,component 220 may be an advertiser's software application. In certainembodiments, source 108-1 may request advertisements from ad server 102,and/or other servers, for the purpose of displaying advertisements, forexample, within application 220. For example, a user of source 108-1 mayperform an action that triggers the loading of application 220, which inturn may request an advertisement from ad server 102.

Advertiser SDK 222 may be an advertiser software development kit (SDK)provided by, for example, an advertisement network operator. In someembodiments, advertiser SDK 222 may be used to help achieve the systemsand techniques as described herein. For example, functions of advertiserSDK 222 may be invoked to communicate with ad server 102 or to launchapplication 220.

Memory devices 206 and 218 may each be viewed as an example of what ismore generally referred to herein as a “computer program product” havingexecutable computer program code in accordance with discussed systemsand techniques embodied therein such as, for example, ad interactionlogic 210. Such memories may comprise electronic memories such as randomaccess memory (RAM), read-only memory (ROM), or other types of memory,in any combination. One skilled in the art would be readily able toimplement such computer program code given the teachings providedherein. Other examples of computer program products embodying aspects ofthe invention may include, for example, optical or magnetic disks.

Web server 110 may also include a processor, storage, and memory. Thememory may include one or more web server programs for receiving andresponding to, for example, HyperText Transfer Protocol (HTTP) requestsand one or more server-side scripts for providing dynamic webpages. Eachsuch program, for example, may be loaded from storage.

It should be noted that the particular examples of the hardware andsoftware that may be included in systems 100 and 200 are describedherein in more detail, and may vary with each particular embodiment. Forexample, systems in accordance with the systems and techniques such assystems 100 and 200 may comprise more or fewer than one of each of thecomponents specifically shown in FIGS. 1 and 2. Thus, it is to beappreciated that given embodiments of systems 100 and 200 may includemultiple instances of ad server 102, data repository 104, and web server110, and in regards to system 200, multiple instances of processor 202and 216, memory 206 and 218, storage 204, ad request logic 208, adinteraction logic 210, application 220, and advertiser SDK 222, althoughonly single instances of such components are shown in simplified systemdiagrams 100 and 200 for clarity of illustration. Other software and/orhardware components of a type known to those skilled in the art may alsoor instead be incorporated into systems 100 and 200.

It should also be noted that in some embodiments, functionalities anddata provided by the components shown in systems 100 and 200 may beprovided by other components shown or not shown in systems 100 and 200.For example, ad server 102 may additionally provide the same or similarfunctionalities as provided by web server 110.

FIG. 3 shows a sequence diagram 300 illustrating process steps that maybe used with certain embodiments of the systems and techniques describedherein. In some embodiments, the process steps illustrated by diagram300 may be used to seamlessly launch, for example, an application or webpage in response to a user's interaction with an advertisement. Theprocess steps illustrated in diagram 300 involve interactions betweenvarious components that may be used in some embodiments of the systemsand techniques including an application 302 executing, for example, onInternet-connectable device 108-1; ad server 102; and an advertiserapplication 304 executing, for example, on Internet-connectable device108-1 or a different Internet-connectable device. Alternativeembodiments may include additional and/or different components,additional and/or different process steps, or additional or differentInternet-connectable devices.

In step 306, application 302 executing on Internet-connectable device108-1, which may be uniquely associated with a user, may cause a requestfor an advertisement to be sent to ad server 102. In another embodiment,a website capable of uniquely identifying a user may cause a request foran advertisement to be sent to ad server 102. Application 302 may be asoftware application developed by, for example, an advertiser, themanufacturer of Internet-connectable device 108-1, an entertainmentsoftware provider, an educational software provider, an enterprisesoftware provider, a media software provider, etc. Application 302 maybe, for example, preinstalled on Internet-connectable device 108-1,downloaded onto Internet-connectable device 108-1 by the user, etc.

Advertisement requests may be processed in a multitude of ways. Forexample, in an embodiment where application 302 initiates anadvertisement request, functions of advertiser SDK 222, which may beembedded in, or interfaced to, application 302, may be invoked tocommunicate advertisement requests, among other data, with ad server102. In another embodiment, JavaScript, or other programming languages,may be used to communicate with ad server 102. In some embodiments, theadvertisement request may first be received by one or more intermediateservers such as, for example, web server 110, before being received byad server 102.

In some embodiments, an advertisement request may include data to enablead server 102 to determine a relevant advertisement to be served toInternet-connectable device 108-1 in response to the advertisementrequest. In an embodiment where the advertisement request is firstreceived by one or more intermediate servers, the one or moreintermediate servers may also provide such data to ad server 102 aloneor as part of the advertisement request. For example, an advertisementrequest may include user-specific and/or device-specific data, amongother data. A particular example of device-specific data may includedevice-identifying information allowing ad server 102 to identifyInternet-connectable device 108-1 from which the advertisement requestoriginated. Other examples of device-specific data that may be passed toad server 102 may include the current or historical geographicallocation or locations of Internet-connectable device 108-1 (e.g., GPSlocation) and/or demographics associated with Internet-connectabledevice 108-1 (e.g., service provider). A particular example ofuser-specific data may include user-identifying information allowing adserver 102 to identify the user of Internet-connectable device 108-1.Other examples of user-specific data that may be passed to ad server 102may include information pertaining to the user's interests (e.g., sportsfan) and other psychographic and social data applicable to the user,and/or historical user behaviors (e.g., historical Internet activity,frequency of use of an application, history of advertisementinteractivity, purchase history).

In some embodiments, at least some data may be provided by the user ofInternet-connectable device 108-1, for example, upon installation ofapplication 302, during use of application 302, when signing up for aservice, when visiting a website, or at some other point in time.Additionally, or alternatively, data may be determined by, for example,Internet-connectable device 108-1, application 302, advertiser SDK 222,and/or one or more intermediate servers, based on, for instance,historical behaviors of the user. In certain embodiments, such data mayinstead or also be obtained from other sources such as, for example, apublic database. In some embodiments, as described further below, adserver 102 may additionally, or alternatively, be capable of retrievingand/or determining such data.

In step 308, ad server 102 may determine one or more relevantadvertisements to be served to Internet-connectable device 108-1 inresponse to the advertisement request. Example advertisements mayinclude coupon codes, text, pictures, and/or video concerning anorganization, a product, a service, an event, etc. It should be notedthat advertisements, as referred to herein, may encompass any offer orinformation that may be displayed to a user. In some embodiments, thedetermination of one or more relevant advertisements may be made bylogic executing on ad sever 102 such as, for example, ad request logic208 as shown in FIG. 2.

Ideally, the determination of step 308 results in the selection of anadvertisement that is enticing to the user of Internet-connectabledevice 108-1 and that invokes a user interaction with the advertisement.However, in some cases, there may exist no data upon which to determinesuch an advertisement. In these cases, in some embodiments, a genericand/or default advertisement may be served to Internet-connectabledevice 108-1. In other cases, device- and/or user-specific data, whichmay be included with the advertisement request, alone or in combinationwith other data used and/or determined by ad server 102, may be used tohelp determine a relevant advertisement.

Data used and/or determined by ad server 102 may include device-specificdata such as, for example, current or historical geographical locationor locations of Internet-connectable device 108-1 and/or demographicsassociated with Internet-connectable device 108-1. Data used and/ordetermined by ad server 102 may include user-specific data such as, forexample, information pertaining to the user's interests or historicalactivities. In some embodiments, a user's interests and/or historicalactivities, and possibly other user- and/or device-specific data, may beused to determine an appropriate “audience” into which the user may beenrolled. An audience may be, for example, an aggregation of interests,histories, and/or affinities that are combined to form a single entitywith which users may be associated. For instance, an audience into whicha user may be enrolled may be determined based on historicalgeographical location data, applications installed on the user'sInternet-connectable device, data collected by such applications, etc.An example audience may be “auto intenders,” which includes usersinterested in purchasing an automobile. Another example audience may be“sports fans,” which includes users whom are sports fans. The use ofaudiences may facilitate a more successful advertisement campaign due tothe commonalities between users associated with an audience and becauseadvertisements related to those commonalities will most likely berelevant to all users associated with the audience.

As a specific example, historical geographical location data indicatingthat a user's device has been located within a sports venue, theexistence of sports-related applications on the user's device, and/orthe user's actions within the sports-related applications may alone ortogether signify that the user has an interest in baseball. As a result,the user may be enrolled into a “baseball fans” audience. Advertisementsintended for the user may then be drawn from a pool of advertisementsrelevant to this audience.

In some cases, at least some user-specific data may be received from,for example, a publisher or advertiser and stored in a data repository(e.g., data repository 104 of FIG. 2) for later use by ad server 102. Incertain embodiments, ad server 102 may also be able to determineuser-specific data based on, for instance, actions performed by theuser. For example, based on, for instance, other advertisement requestsor data provided to ad server 102 via advertiser SDK 222 onInternet-connectable device 108-1, ad server 102 may track applicationsa user has interacted with, details about such interactions, websitesvisited by the user, and other user actions, to determine an audiencewith which the user is associated. Often, the tracking and/or use ofsuch data is only performed if the user is opted into behavioralanalysis and/or interest-based advertisement targeting.

In step 310, the advertisement determined by ad server 102 to be mostrelevant to the user of the Internet-connectable device may be served toInternet-connectable device 108-1 to be displayed by application 302, orin some embodiments, a website. In some embodiments, step 308 mayinvolve determining more than one relevant advertisement to be served toInternet-connectable device 108-1 in step 310. In these embodiments, oneor more of the served advertisements may be stored withinInternet-connectable device 108-1. Thus, subsequent advertisementrequests may be served directly by Internet-connectable device 108-1rather than by a server communicatively connected toInternet-connectable device 108-1 via the Internet or other medium.These embodiments may also allow for advertisements to be displayedregardless of whether or not Internet-connectable device 108-1 isconnected to the Internet at the time an advertisement is requested. Insome embodiments, logic on Internet-connectable device 108-1 may helpdetermine which one of the stored advertisements should be displayed onInternet-connectable device 108-1.

In step 312, data related to a user interaction with the advertisementmay be communicated to ad server 102. A typical user interaction may beselecting (e.g., using a finger or mouse pointer) an advertisementdisplayed to a user of Internet-connectable device 108-1. Otherinteractions may include, for example, swiping a finger across atouchscreen upon which the advertisement is displayed, shakingInternet-connectable device 108-1, moving Internet-connectable device108-1 in a particular motion, etc. In some embodiments, data related tothe user interaction may include, for example, the occurrence of theuser interaction with the advertisement, data associated with theadvertisement, device-specific data associated with Internet-connectabledevice 108-1 upon which the interaction occurred (e.g., the geographicallocation of Internet-connectable device 108-1 at the time of theadvertisement interactivity), and/or user-specific data associated withthe interacting user.

In step 314, ad server 102 may determine an appropriate response to theuser action based on, in some embodiments, device-specific data,user-specific data, and/or data related to the user interaction with theadvertisement. In some embodiments, the determination may be made bylogic executing on ad sever 102 such as, for example, ad interactionlogic 210 shown in FIG. 2. In some embodiments, the device- and/oruser-specific data considered by ad server 102 in determining anappropriate response to the user action may be the same or similar tothe device- and/or user-specific data considered in the determination ofstep 308 discussed above. Also, in some embodiments, the device- and/oruser-specific data may be received, used, or determined in a similarmanner as the data considered in the determination of step 308.

In certain embodiments, the appropriate response to the user action maybe to cause Internet-connectable device 108-1 to invoke, for example,the most appropriate entity to handle a transaction or service, or anentity related to the advertisement with which the user interacted. Forexample, Internet-connectable device 108-1 may be caused to launchadvertiser application 304, which may be provided by an advertiser.Another appropriate response may be to cause a web browser onInternet-connectable device 108-1 to be directed to a particular websitehosted by, for example, an advertiser or an advertisement networkoperator.

It should be noted that the user interaction may, in some embodiments,be handled by Internet-connectable device 108-1, application 302, oradvertiser SDK 222 rather than by ad server 102. In these embodiments,Internet-connectable device 108-1, application 302, or advertiser SDK222 may determine the appropriate response to the action. For example,similar to the determination made by ad server 102 in step 314, it maybe determined by Internet-connectable device 108-1 that an advertiser'sapplication should be loaded on Internet-connectable device 108-1 or aweb browser executing on Internet-connectable device 108-1 should bedirected to a particular website.

In step 316, Internet-connectable device 108-1 may be caused to respondin the way deemed appropriate by ad server 102 in step 314. For example,ad server 102 may communicate instructions to application 302 oradvertiser SDK 222 to perform an action. As a specific example, if theappropriate response is to cause Internet-connectable device 108-1 toload advertiser application 304, in step 318, functions of advertiserSDK 222 on Internet-connectable device 108-1 may be invoked in responseto instructions received by Internet-connectable device 108-1 from adserver 102 to cause advertiser application 304 to be loaded. As anotherspecific example, ad server 102 may communicate instructions toapplication 302 to load a particular website in a web browser executingon Internet-connectable device 108-1.

In certain embodiments, application 302 and/or advertiser SDK 222 maypass data to advertiser application 304 upon or subsequent to launch ofadvertiser application 304, including any device- and/or user-specificdata determined by, received by, and/or otherwise available toapplication 302 and/or advertiser SDK 222. For example, data passed toapplication 304 may include data received by advertiser SDK 222 from adserver 102. In some embodiments, data passed to advertiser application304 may be included with advertisement requests initiated by advertiserapplication 304 or it may be used to customize advertiser application304 for the user of Internet-connectable device 108-1. Similar data mayalso be passed to a web server hosting a website launched in response toa user interaction with an advertisement.

In steps 320 and 322, ad server 102 may determine one or moreadvertisements and serve them to advertiser application 304 for displayto the user of Internet-connectable device 108-1. In many embodiments,such advertisements may be selected and served by ad server 102 in asimilar manner as the advertisements selected in step 308. In someembodiments, an advertisement may be determined, for example, inconjunction with the determination of the appropriate response in step314 and passed along with instructions communicated to application 302.In another embodiment, the advertisement may be determined by ad server102 in response to an advertisement request initiated upon launch ofadvertiser application 304 or a website, or in response to a subsequenttriggering event associated with advertiser application 304 or thewebsite. In yet another embodiment, the advertisement may be selectedfrom one or more advertisements stored on Internet-connectable device108-1 by advertiser SDK 222 or advertiser application 304.

The foregoing description of the systems and techniques, along withassociated embodiments, has been presented for purposes of illustrationonly. It is not exhaustive and does not limit the systems and techniquesto the precise form disclosed. Those skilled in the art will appreciatefrom the foregoing description that modifications and variations arepossible in light of the above teachings or may be acquired frompracticing the systems and techniques. For example, the steps describedneed not be performed in the same sequence discussed or with the samedegree of separation. Likewise, various steps may be omitted, repeated,or combined, as necessary, to achieve the same or similar objectives.Accordingly, the spirit and scope of the systems and techniquesdescribed herein should be limited only by the following claims.

1. A computer system for processing advertisement interactions, thecomputer system comprising: a processor; and a memory coupled to theprocessor, the memory storing instructions to cause the processor toperform operations comprising: serving an advertisement to anInternet-connectable device in response to an advertisement request;receiving advertisement interaction data resulting from a userinteraction with the advertisement; determining an application toexecute on the Internet-connectable device based on the advertisementinteraction data; and causing the Internet-connectable device to executethe application.
 2. The computer system of claim 1, wherein the storedinstructions further cause the processor to determine the advertisementbased on device-specific data associated with the Internet-connectabledevice.
 3. The computer system of claim 2, wherein device-specific dataincludes at least one of data identifying the Internet-connectabledevice and location data associated with the Internet-connectabledevice.
 4. The computer system of claim 1, wherein the storedinstructions further cause the processor to determine the advertisementbased on user-specific data associated with a user of theInternet-connectable device.
 5. The computer system of claim 4, whereinuser-specific data includes at least one of data identifying the user,psychographic data associated with the user, and historical behavior ofthe user.
 6. The computer system of claim 1, wherein a softwaredevelopment kit incorporated in the Internet-connectable device causesthe application to execute.
 7. The computer system of claim 1, whereindetermining the application is also based on at least one ofdevice-specific data and user-specific data.
 8. The computer system ofclaim 1, wherein the application is a web browser directed to a website.9. The computer system of claim 1, wherein the application is determinedat the Internet-connectable device.
 10. The computer system of claim 1,wherein the stored instructions further cause the processor to performthe operations of: serving an additional advertisement to theInternet-connectable device in response to the advertisement request,wherein the additional advertisement is stored within theInternet-connectable device; and causing the additional advertisement tobe displayed on the Internet-connectable device in response to anotheradvertisement request.
 11. The computer system of claim 1, wherein atleast one of user-specific data and device-specific data is transmittedto the application.
 12. The computer system of claim 11, wherein theapplication is customizable based on the transmitted data.
 13. Thecomputer system of claim 1, wherein the stored instructions furthercause the processor to perform the operation of: serving anadvertisement to the application.
 14. A method for processingadvertisement interactions, the method comprising: serving a firstadvertisement to an Internet-connectable device in response to anadvertisement request; receiving advertisement interaction data from auser interaction with the first advertisement; determining anapplication to execute on the Internet-connectable device based on theadvertisement interaction data; causing the Internet-connectable deviceto execute the application; and causing a second advertisement to bedisplayed within the application.
 15. The method of claim 14, whereinthe application is a web browser directed to a website.
 16. The methodof claim 14, wherein the second advertisement is determined based on atleast one of advertisement interaction data, device-specific data, anduser-specific data.
 17. The method of claim 14, wherein a softwaredevelopment kit incorporated in the Internet-connectable device causesthe application to execute.
 18. The method of claim 14, whereindetermining the application is also based on at least one ofdevice-specific data and user-specific data.
 19. The method of claim 14,wherein the application is customizable based on at least one ofuser-specific data and device-specific data.
 20. The method of claim 14,wherein the second advertisement is provided by the Internet-connectabledevice.